Many businesses consider replacing their marketing department with social media experts. But as with anything, social media is not 'a pill to fix' marketing. Social media has value if configured properly and maintained in exacting ways for any business.
Since there are sites that sell Facebook Likes, this represents that less ethical social media marketing houses may subject their clients to these likes for the sake of performance auditing.
For instance, if you have been hired to run a social media campaign for a business, it may be a significant measure of work to see how well that campaign is going by the amount of Like that have been generated. Your company may be ethical, but competition that is trying to 'win your accounts' is actually secretly buying Likes to apply to their campaigns, in order to show how well their campaign approach is for a particular client.
Additional benefit may be had through these purchases through search engine optimization, Facebook popularity inside of Facebook and potentially vendors like Apple who are trying to integrate with social media in their hardware products.
Since Likes can now be purchased en mass, through numerous websites, it may be wise to evaluate social media companies to explain HOW they justify success in social media campaigns. Using return on investment (ROI) modeling that truly represents revenue.
Money is better spent, more times than not, discovering your current market and your future markets.
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